ASOS has launched its first circular fashion collection.
The online fashion retailer says the new sustainable clothes aim to challenge the misconception that circular designs cannot be fashionable.
The collection will feature 29 women’s, men’s and unisex styles across clothing and accessories, all designed to meet circular design principles.
The collection has been created using design pattern cutting methods to ensure all fabric is used in the most efficient way.
It also prioritised the use of recyclable materials and manufacturing techniques that eliminates waste.
Each product of the circular collection will also feature a QR code, which customers can scan to learn more about the circular design which was used to create this product.
Vanessa Spence, Head of Design at ASOS, said: “What this collection shows is that you don’t need to make a choice between the circular economy and fashion and that you can make sustainable products without compromising on design or on price.”
The launch follows ASOS’ commitment at the Copenhagen Fashion Summit in 2018 to train all ASOS designers on circular design by 2020.
Since then, ASOS has created and launched a training programme with the Centre for Sustainable Fashion, part of London College of Fashion, which has since been rolled out to all ASOS designers.